This is exactly the type of question that is poorly phrased, and leads to
ambiguous survey results:
"We often asks survey participants: 'Which types of content would you have the
most difficult time losing in your channel package?' Local broadcast is clearly
the top one consumers want to retain," he says.
The question was "which types of CONTENT would you have the most difficult time
losing ..."
If the answer is, the content from TV broadcasters, that's believable, but does
not imply "viewed by appointment, on the station's schedule."
At least this time, they aren't confusing watching live TV with watching on a
broadcast channel. This time, it's a little clearer they are referring to
watching live TV from an OTT site, even if assuming the "live" aspect is real:
"New data from research firm Parks Associates reveals 52 percent of these
broadband households watch their OTT TV programs, movies, live event coverage
and other content on a TV connected to the internet."
It's been at least four years now, that TV content viewed live was less than
50% of TV content viewing.
Bert
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https://www.tvtechnology.com/news/ott-subscribers-return-to-living-room-to-watch-tv-says-parks-associates
OTT Subscribers Return to Living Room, Says Parks Associates
The researcher has detected a shift away from mobile and PCs to connected TVs.
Phil Kurz 8 hours ago
DALLAS-There's just something special about watching television on a big screen
in the living room-at least that's what a majority of U.S. broadband households
subscribing to OTT services say.
New data from research firm Parks Associates reveals 52 percent of these
broadband households watch their OTT TV programs, movies, live event coverage
and other content on a TV connected to the internet.
"While the total number of hours consuming videos has declined, consumers are
watching more internet video on the largest screen available," says Parks
Associates Research Analyst Billy Nayden. "The number of hours consumers report
watching video on a TV increased for the first time since 2014, with connected
devices enabling internet video services on TV and shifting consumers away from
PC and mobile viewing."
What is now developing among OTT competitors is a "battle for the living room,"
which is spurring device makers and content producers to find "the correct
product mix to maximize both profit and utility," he says.
OTT business models based on subscriptions currently dominate the field,
according to Parks Associates' new "360 View: Digital Media and Connected
Consumers" report. However, with each new service that comes on the scene, the
potential for a subscription overload to develop grows.
"As consumers' taste for OTT experimentation wanes, they will start to resist
the push to add another monthly subscription to their households," says Nayden.
"Many providers are starting to lead with freemium and ad-based models, in
anticipation of this pushback."
The report also offers a bright spot for local TV stations. It finds that local
broadcast channels and programs are the most enjoyed type of programming.
"Generally, people really enjoy broadcast television," says Brett Sappington,
senior director of research at market analysis firm Parks Associates. "In
surveys, we ask about different genres, different categories of programming,
and live broadcast television is by far the top service."
"We often asks survey participants: 'Which types of content would you have the
most difficult time losing in your channel package?' Local broadcast is clearly
the top one consumers want to retain," he says.
Parks Associates also is detecting that as consumers evaluate their TV options,
there's an uptick in those supplementing their OTT services with over-the-air
TV antennas, says Sappington.
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